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There is nothing white hat about an SEO utilizing this new system (or social media) at all. Fads, hype, buzzwords, "trends"...these all fade away and this is the embodiment of all those things.

Google has given us their mission statement: "to organize the world's information and make it universally accessible and useful". Why don't we act like ethical, white hat SEOs and actually OPTIMIZE (e.g. help Google meet this goal) instead of trying to clutter the internet with dentists who have 100k social network friends, 3mil "likes" and absolutely no useful information to add to the index.